2026 Is a new phase: consumer digital maturity

For years, the growth of e-commerce was driven by adoption. That is, new consumers entered digital, learned to buy online and gradually increased their trust. But 2026 is an emblematic year and marks an important inflection: we are no longer talking about expansion: we are talking about maturity.

The market has advanced rapidly and the digital consumer has evolved. With it, their expectations, decision criteria and level of demand have also changed. Therefore, today, the challenge of marketplaces is no longer to win new users, but to serve a much more conscious, comparative and less fault-tolerant consumer.

The numbers clearly show this transformation. In Brazil, about 88% to 90% of the adult population already buys online, consolidating a scenario of high digital penetration . In addition, according to data from the Brazilian Association of Artificial Intelligence and E-commerce (Abiacom), almost 97 million Brazilians should consume in e-commerce in 2026, with continuous growth of the base .

More than that: the behavior has intensified. The information in the E-commerce Trends 26 Report indicates that 91% of consumers buy online at least once a month, and more than half have already incorporated digital as part of the routine, including at unconventional times, such as at night or dawn .

This means something undeniable: e-commerce is no longer a channel and has become a habit.

This is because, if before information was asymmetric, today it is abundant and this has completely changed the decision dynamics.Today the consumer searches before buying; compares prices in real time; evaluates reputation and reviews; and chooses based on cost-benefit, not just price.

Not by chance, studies by Ecglobal, a company of the Stefanini Group, show that 88% of consumers see technology as an ally in decision making, reinforcing the role of digital tools in this process. The result is a more rational consumer (and, at the same time, more volatile, because it changes quickly of opinion).

In this sense, one of the clearest signs of digital maturity is the fall of automatic loyalty. In Latin America, almost half of consumers abandon a platform after a bad experience, especially related to delivery or return. At the same time, factors such as price transparency and clear policies are priority for about 75% of users .

This completely changes the game, as it is no longer the brand that retains: it is execution.

We can not fail to explore that digital maturity also brings complexity. The e-consumer is no longer a unique profile, it varies by:

• generation
• social class
• payment preferences
• consumption context

In Brazil, for example, growth is driven mainly by the middle class, which is highly connected but also sensitive to price and payment terms.This requires marketplaces to take a more segmented and intelligent approach.

Finally, maturity requires strategy, not just scale. We have definitely entered the era where growing is not enough. Marketplaces that want to remain relevant will need:

• balance operational efficiency with experience
• use data to understand what it is and not just segment & segment & target the consumer
• ensure consistency throughout the journey
• prioritize the basics well done before you get sophisticated

Because, in the end, digital maturity brings an inevitable consequence: the consumer does not forgive. If before the challenge was to attract, now is to sustain. And in this new context, wins who understand that the digital consumer has ceased to be an apprentice to become an expert.

*Mariana Mantovani is a specialist in Marketplace and E-commerce, and founder of Boost Marketplace, a company specialized in boosting and boosting sales results in the largest marketplaces in the market. With more than 15 years of experience in the digital ecosystem, Mariana has always worked in reference companies such as Netshoes, Electrolux, Mercado Livre and RD Health, focusing on e-commerce, marketplaces, leadership of performance teams, and business development.